Fermentation industry products marketing -- is it possible to anticipate selling promotional effects?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F10%3A00143059" target="_blank" >RIV/62156489:43110/10:00143059 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Fermentation industry products marketing -- is it possible to anticipate selling promotional effects?

Popis výsledku v původním jazyce

The article is focused on the predictability analysis of an impact of food production selling promotional campaigns. The semi-parametric approach was used as means to model effects of specific selling promotional tools. As an outcome of this modelling approach, there are so called deal effect curves showing (on the basis of actual research) how particular product price amount will probably affect sale quantity. Be based on the case study results of one of tools price reduction as a variable indicator and its application to sale quantity of a specific beer brand and another referential product (bread), the authors draw following conclusions: Sales promotion activities are critically important for food processing subjects and they might essentially become a long-term viability determinant of individual companies. A final effect size on sale quantity is actually predictable to a certain degree. The measured values were assumed from extensive primary research realized in the Department of

Název v anglickém jazyce

Fermentation industry products marketing -- is it possible to anticipate selling promotional effects?

Popis výsledku anglicky

The article is focused on the predictability analysis of an impact of food production selling promotional campaigns. The semi-parametric approach was used as means to model effects of specific selling promotional tools. As an outcome of this modelling approach, there are so called deal effect curves showing (on the basis of actual research) how particular product price amount will probably affect sale quantity. Be based on the case study results of one of tools price reduction as a variable indicator and its application to sale quantity of a specific beer brand and another referential product (bread), the authors draw following conclusions: Sales promotion activities are critically important for food processing subjects and they might essentially become a long-term viability determinant of individual companies. A final effect size on sale quantity is actually predictable to a certain degree. The measured values were assumed from extensive primary research realized in the Department of

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

Z - Vyzkumny zamer (s odkazem do CEZ)

Rok uplatnění

2010

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Kvasný průmysl : Časopis pro výrobu nápojů a biochemické technologie = Journal for brewing, malting & beverage industry

ISSN

0023-5830

e-ISSN

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Svazek periodika

2

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

60

Strana od-do

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Kód UT WoS článku

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EID výsledku v databázi Scopus

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